What discovery means for retail media: insights from the Wolt team

At this year’s ShopTalk Europe 2025 in Barcelona, Wolt’s Director of Product, Bachir Bennani, joined a panel of industry leaders to explore how search and discovery are coming together—and what it means for brands navigating the new rules of retail media.

With perspectives from TikTok shop and L’Oréal also on stage, Wolt brought a unique view: what discovery looks like when it’s local, personal, and just a tap away.

Here’s what stood out from the panel, and what marketers and retailers should take from it.

Discovery shapes intent earlier than we think

^{“We’re trying to touch different times of the day that customers are interacting with Wolt.”}

Wolt isn’t just trying to be useful when someone types “ice cream” into the app. The goal is to show up earlier—when users are browsing out of curiosity or routine. It’s about discovery commerce, not just keyword matching.

In a single app session, someone might scroll for inspiration, explore brands they’ve never tried, or land on something entirely unexpected.

🧠 Takeaway: In retail media strategy, focusing only on high-intent searches misses the earlier moments when customers are still forming intent. Brands that show up during exploration earn attention before the competition.

Search is not just about visibility—it’s about relevance

Wolt Ads uses search retail media built around showing the right results, not just any results. The goal isn’t just visibility, but relevance in context. That context comes from three key elements:

• A single, unified search bar that surfaces venues, items, categories, and brands in one query

• Taste profiles and collaborative filtering based on what users explore and reorder to make smarter suggestions

• A rewards program that encourages customers to step outside their usual patterns and try something new

^{“There’s always the temptation of short-term conversion. But we’re thinking bigger. How do we help users go outside of their comfort zone?”}

Our data shows that customers who explore beyond their go-to stores end up ordering more frequently—up to 28% more.

🧠 Takeaway: In search retail media, showing up isn’t enough. Relevance wins. And the earlier you can appear in a discovery-driven journey, the more likely customers are to take notice.

Small experiences, meaningful impact

Wolt is building product features that feel less like transactions and more like thoughtful gestures woven into daily life. Bachir shared two examples:

• Gifting, with personality: Customers can add personal notes and digital cards to their orders, turning everyday deliveries into meaningful moments. Whether it’s a birthday cake or a small surprise, these touches are especially popular during holidays like Valentine’s Day or Christmas.

• Offline discovery, powered by the app: In Japan, Wolt is testing a map feature that encourages users to explore nearby restaurants. They can walk in and redeem a discount—bringing digital discovery into the real world.

🧠 Takeaway: These features show how discovery commerce can create emotional moments, not just convenience. It’s proof that relevance and delight can go hand in hand.

Start with the goals, not the format

Bachir closed with a simple reminder: tactics come second. What matters first is knowing what you’re trying to achieve.

^{“Start with your goals. Is it retention? Acquisition? Re-engagement? Once you know that, we can help meet the customer wherever they are.”}

Whether you’re launching your first retail media campaign or scaling one across markets, your goals should shape how and where you show up in the discovery journey. A nudge in search, a branded moment in the customer flow, a rewards-based reactivation—it all depends on what you're solving for.

🧠 Takeaway: Define your outcome first. Then build your retail media strategy to match where your customer is and what they’re ready for.

Final word

Search used to be the starting point. Today, discovery begins earlier. It’s shaped by content, context, and the micro-moments that guide curiosity before intent is fully formed.

Wolt’s perspective makes it clear: the most effective retail media strategies don’t just meet customers at the point of need. They show up just before—when attention is open, but decisions haven’t yet been made.

🧠 Final takeaway: Winning brands aren’t waiting for search. They’re building relevance earlier in the journey, where discovery happens naturally.

Curious how Wolt Ads supports this approach? Get in touch to learn more.